Hallmark Watches, a brand renowned for its extensive and highly desirable watch range, commissioned Street Network for an initial three-month long Bus Shelter campaign. The Make Your Mark creative was visible on Street Network Bus Shelters from January – March 2017. Yielding impressive results and return on investment, the brand has taken a decision to renew and extend the campaign for a further six months.
Targeted at lower-middle income earners, the Hallmark campaign was visible on Bus Shelters in and around greater Johannesburg. The strategically located sites were selected in conjunction with the Outdoor Network team in order to reach amongst others, students and commuters in high traffic environments and within easy reach of shopping destinations.
Whilst the range is predominantly targeted at female consumers, the creative campaign has been utilised to launch the brands’ new range of fashion watches, ideally suited to both male and female consumers. The new range of watches took pride of place in the campaign creative with the added benefit of communicating the individual time pieces’ prices. The selection of sites, creative and ‘Leave Your Mark’ call to action have proven to be a perfect recipe for a successful Bus Shelter campaign for the well-established fashion watch brand.
“Hallmark has ensured that their advertising spend is targeted and effective with this particular campaign. It provides evidence that fashion brands, particularly those targeted at the middle-income groups are able to derive great benefits from Bus Shelter advertising, and utilise it to great effect,” notes Jonathan Everest, Head of Sales for Street Network in Johannesburg.
